Whoever had the idea of serving champagne in scientific test tubes at an important brand launch may have seemed bizarre but maybe their way of thinking wasn’t quite as unusual as people first thought.
When organising your next fashion launch, almost anything goes. Get an insight into some of the ways used by recent brand events which have wowed editors, celebrities and industry influencers. Use the concepts to inspire and lift your launch to new heights.
Unusual Brand Partnering
Jewellery, accessories or make-up are obvious examples of brands that you may want to approach as potential partners or sponsors for your launch, but what about others?
It may not exactly be your first thought to work with a kitchen equipment brand for your launch, but it worked for Bourgeois Paris in 2005. As part of the set-up, the product developers were making pink eye shadow using Kitchen Aid food blenders, as guests came into the venue.
A particular brand may not seem like a suitable match with your designs or aims, but thinking about it from a different perspective can help. Similarly, Fyodor Golan partnered with Microsoft for a launch which involved working its latest technology into a dress, which became interactive at the event.
Use one particularly ‘stand-out’ piece used in social media channels to promote the lead-up to your launch – then save another show-stopping outfit for the end of the launch itself. This will get people talking in the run-up to your event and get people right to the finale.
Australian line Myers stood out in its spring/summer 2016 launch event for its pre-event promise to feature the most culturally diverse runway it has ever had, featuring snippets of equally culturally representative outfits, while then saving some unseen outfits for the final icing.
Utilising Sensory Experience
Fashion is more than just about fabric, design, colours and contours. What feeds into your brand and clothing line is woven through every element of your event, from the setting to the food.
Refreshments can be matched to your brand colours. Music can be chosen with lyrics that communicate what your brand is all about. Consciously and unconsciously this can all have an intended outcome on your guests. At Paul Mitchell’s 2008 launch of its Tea Tree line shampoo and conditioners, held in New York, he created drinks flavoured with lemon and sage to match one of the varieties.
Some retail stores are looking to introduce extra services in-store, such as offering mini manicures to lengthen the time a customer is inside their shop. This is a concept that can be extended to brand events for guests, linking the experience more deeply to your brand.
Make your launch interactive for your guests – provide a few small props on tables for guests to try on; provide moisturiser sachets as a table centre piece for guests to sample.
Effective Promotional Tools
A launch will always bring with it significant costs, which is not easy when building up a brand you believe in, as funds can be limited.
A promotional tool being used by some designers, which has helped them cut back on cost, is creating their own promotional film used to show some of their line, tell the story of their brand and promote activities through social media channels. Effective because it is cost-effective and the visual element has an immediate impact which makes it more memorable to viewers.
Showing launches in real time through a social media channel also adds to boosting coverage and viewers.
Involve Existing Customers
In La Coste’s promotional event for its launch of the Eau De La Coste fragrance in 2011, the brand used animated videos created by its social media followers as part of an art installation.
As part of a Marc Jacobs’ brand event, models were sourced by inviting the brand’s social media followers to take part in a contest, with winners getting the opportunity to take part in the event.
Involving existing clients into your launch shows them that they are appreciated by a brand, acknowledges the potential for untapped talent and are involved in the brand’s ongoing product development and success.